The Creative Industries Tend To Dismiss Technology

When You're Young, You Look At Television And Think, There's A Conspiracy. The Networks Have Conspired To Dumb Us Down. But When You Get A Little Older, You Realize That's Not True. The Networks Are In Business To Give People Exactly What They Want.

At Apple, People Are Putting In 18-hour Days. We Attract A Different Type Of Person—a Person Who Doesn’t Want To Wait Five Or Ten Years To Have Someone Take A Giant Risk On Him Or Her. Someone Who Really Wants To Get In A Little Over His Head And Make A Little Dent In The Universe. We Are Aware That We Are Doing Something Significant. We’re Here At The Beginning Of It And We’re Able To Shape How It Goes. Everyone Here Has The Sense That Right Now Is One Of Those Moments When We Are Influencing The Future.

Apple Stores Are Intended Not Just To Move Boxes, But To Enrich Lives.

My Kids Accuse Me And My Wife Of Being Fascists And Overly Concerned About Tech, And They Say That None Of Their Friends Have The Same Rules... That's Because We Have Seen The Dangers Of Technology Firsthand. I've Seen It In Myself, I Don't Want To See That Happen To My Kids.

If Today Were My Last Day, Would I Do What I'm Doing?...if The Answer Was 'no' Too Many Days In A Row, I'd Make A Change.